E-mail Marketing Metrics and Stats: E-Mail Relevance Rules
- 25% - broadcast e-mail campaigns with no differentiation or targeting
- 65% - limited personalization and limited segmentation
- 11% - targeted campaigns with purchase history, click-stream activity, or targeted offers
E-mail campaign performance by targeting effort
|Average open rate||Average click-through rate||Average conversion rate|
|Untargeted broadcast e-mails||20%||9.5%||1.1%|
|Campaigns triggered from user actions||27%||9.3%||2.3%|
|Lifecycle messaging campaigns||26%||14%||2.8%|
|Campaigns that integrate Web site clickstream data||33%||14%||3.9%|
|Source: Jupiter Research|
The increased efforts and costs are usually offset by increased revenue as triggered campaigns on average bring in 171% more revenue than broadcast campaigns, lifecycle campaigns perform 389% better, and clickstream campaigns perform 781% better than broadcast.
Increasing relevance can considerably impact consumers' buying decisions as relevance leads to immediate purchases by 60% of respondents and deferred purchases by 58%. Subject line personalization leads to only 9% of immediate purchases and 8% of deferred purchases.
Another recent Jupiter survey finds 54% of respondents saying they clicked on a link in an e-mail because the product or service interested them. 40% do so when copy piqued their interest, while 35% are influenced by the subject line. Only 12% of respondents say a single large image influenced their decision to click, and 9% are influenced by several smaller images.